The Rapid Rise Of Alba - And How It's Enhancing The Indoor Golf Experience

Simulator venues are popping up everywhere. Modern golfers have different expectations: indoor golf offers greater accessibility, inclusivity, and affordability.

Whether you want to refine your swing or play a round with friends, an indoor golf facility is likely right around the corner.

Nowhere is this more evident than Norway, where the Norwegian Golf Federation has approved simulator golf as an official sporting discipline. It’s now recognised within the national sports system on equal footing with every other sport.

It was in Oslo that Alba was founded, a booking and revenue management platform designed specifically for indoor golf venues.

Since launching in 2023, Alba reports a 0% customer churn rate - and that’s without binding contracts. It’s a huge endorsement and proof that venues stay because the platform works, something the company prides itself on.

Alba started with just a small group of indoor golf operators, but within its first year, it had captured 90% of Norway's indoor golf market.

Today, the company is live in 19 markets and collaborates with close to 300 operators, having expanded its operations into the UK, the United States, Canada, and Australia.

Big Benefits For Indoor Golf Venues

Far more than a booking system, Alba serves as a dedicated “revenue partner”, helping indoor golf venues streamline operations and boost efficiency.

“We’ve never seen ourselves as just a booking partner,” says CEO and co-founder Erik Holm. “Our job is to help venues earn more from every bay.”

As a revenue partner, Alba will be uniting the entire Norwegian simulator industry for a dedicated day of learning and networking at the end of October.

Every year, the company also hosts the Alba Championship, an indoor simulator competition contested across the country with its own Order of Merit.

Collaborations with Porsche and Callaway have also generated additional revenue for its customers.

“Porsche was a pilot, but the principle is here to stay: partnerships that give the golfer something and give something back to the venue.

“We win when our venues win. That’s what being a revenue partner means to us.”

One of Alba's most popular features is SimLock, a technology the team has created and developed itself. It’s simple: when the booking ends, the simulator locks automatically.

This safeguard protects a venue’s revenue and improves the experience for customers who are waiting to play.

It means venues can confidently offer late-night or early-morning hours without staff present, perfect for customers who aren’t always on site, such as one owner who runs his indoor golf venue from a fishing boat in the North Sea using only his phone.

Growing The Indoor Golf Community

Events like the Alba Championship further strengthen the indoor golf community and help the sport to grow.

In the most recent edition, more than 50 venues hosted their own semifinals, with the best players advancing to a final in Oslo, played at Hazeltine National.

“Growing the indoor golf community and growing revenue go hand in hand,” says Holm. “When venues earn more, they invest in better experiences and more people start playing.

“We want indoor golf to be a natural way into the sport, not a separate world. Working with the Norwegian Golf Federation is an important part of that.”

For golfers, Alba makes booking a bay quick and easy. Fancy a quick nine holes after work? Is your course closed, but you still want to satisfy your golf fix? How about a serious practice session using simulator technology?

With Alba, you can book your simulator in just a few clicks, and the bay is yours. Simple. This is a booking experience golfers actually enjoy.

With more collaborations planned and an even bigger Alba Championship next year, this is the perfect time for indoor golf venues to book a demo.

Right now, Alba is offering a free 3-month trial for new venues that sign up before the end of 2026, which means you can explore everything Alba has to offer at zero risk.